Brand journalism is often defined by what it isn’t. It’s not just blogging, it’s not PR, but it isn’t traditional reporting either. This session will focus not only on defining brand journalism, but also will go in-depth on what brand journalism looks like in action, how organizations can incorporate editorial practices and how traditional journalists can make the shift. MarketingProfs Chief Content Officer Ann Handley will sit down with Twitter’s Editorial Director Karen Wickre, Eloqua’s in-house reporter Jesse Noyes and Erica Swallow of Southern Swallow Productions to discuss what adaptations need to be made in corporate environments, how to mitigate bias, and what policies you should institute to ensure the emerging practice’s integrity. It’s brand journalism, with a real world emphasis. This session is sponsored by Eloqua.
Digitization is transforming the media and entertainment industry full stop. But is the industry evolving quickly enough to meet consumer demands—demands that differ greatly from one generation to the next? In this discussion, industry executives will react to data from Deloitte’s sixth edition of the State of the Media Democracy Survey which provides insight into the media consumption behaviors and preferences of generations around the world.
For more information on the State of the Media Democracy survey visit: www.deloitte.com/us/mediademocracy
Over the last decade, so called "Hyperlocal" websites, apps and services have been "the next big thing." Now quick: Name one super-successful company in that space. Now name ten in the graveyard.This isn't to say that we don't believe in the power of digital to bring more and better news and commerce to neighborhoods. We'll gather some of the best minds in (and outside) of the industry -- those who have gotten closer than most -- and have a nothing's sacred discussion of how a megacorp or a network of plucky locals can actually build the Next Big Thing.
Eyebeam Art & Technology Center provides a context for creative collaboration and the cross-pollination of ideas & practice. In our lab at any given time, there are up to 20 resident artists onsite at our 15,000 sq-ft facility, developing work for open dissemination through online, primarily open-source, publication. Three Eyebeam fellows will discuss their work, how they blend creative strategies & technology to build communities, share information, and create spaces for play & participation. Kaho Abe will present her work with youth and adults to demystify the black box of consumer electronics and create their own custom interfaces for games and play. Nova Jiang will present recent projects that leverage individual desire with risk & reward to create a low barrier for entry and increased participant investment. Jon Cohrs will share insights into his work combining tactical media, software and DIY interventions with location-based experiences to engage participants in meaningful dialogue about social issues.
An NFL star live tweets his own traffic stop. An accidental DM reveals a shocking trade rumor. Instead of press releases, Tiger Woods breaks news about Tiger Woods by having @TigerWoods share a link to TigerWoods.com. These are just a few examples of sports stars bypassing traditional media outlets to tell their stories directly to fans. Athletes and teams no longer just control the message, they can be their own messenger. So what is a sports reporter to do? In an era of real-time box scores and self-created scoops, has the role of the traditional reporter doing locker room interviews and post-game recaps become irrelevant? Two respected and highly engaged sports journalists discuss how the immediacy and reach of Twitter have changed the very nature of their jobs—and how sports media must adapt to the "always on" world.
Africa is more than AIDS, poverty, civil strife and safaris. With the ever-increasing access to digital tools Africans on the continent and all over the world are using the web to farm a new vision of Africa in the 21st Century. Social media platforms amplify and help spread this “new take” on the continent, both enabling Africans to tell their own stories and offering an alternative to mainstream media’s coverage of Africa. Ultimately, using new media Africans can and are becoming the architects of what very well may be a new “African Renaissance.” This Core Conversation will discuss how Africans are using the mobile and social web, what sort of content is being produced and what are the messages being communicated. This conversation will also examine new media’s social and economic impact as it relates to Africa.
by Gail Marie
Grammar is like K-Y Jelly — when used correctly, everyone benefits. But copywriters and art directors find equal pleasure wreaking grammatical havoc, the results of which Strunk and White deemed “the mutilation of language” back in 1918. They’d likely cringe at Honda Civic’s tagline “To Each Their Own.” (Do you know why?) And sometimes there are good reasons to disregard the evolving commandments of English language construction, like how pronouns must agree with their antecedents, especially when following the “rules” will turn off your reader. But even in 2012, some things should be right every time. Who the hell are Strunk and White? And what are these things we should get right? Come find out. We’ll talk about where these “rules” came from, the assumptions made about those who appear not to follow them and a few grammar basics. Punctuation isn’t so boring if you think about quotation marks as little hugs, ravishing commas and periods. It’s almost hot, in a syntactic kind of way.
3-2-1 Publish: Fine-tuning Your CMS, Digital Staff & Social Feedback Loops for D-Day: You can’t predict an earthquake, flood, or tornado, or revolution, but you can plan for major news events – like the World Series, a royal wedding, or an upcoming presidential election. How can real-time news organizations prep their reporters, technology infrastructure, and social feedback loops for a big news event? In today’s real-time, instant-feedback news cycle, what do readers expect in event coverage? News organizations will find out how to apply new data-mining techniques and content management algorithms to “predict” what readers will want to read about, so you can cover the “big events” in a way that will drive optimum traffic and ad revenues.
Surveys regularly show 80% of Americans consider themselves religious or spiritual. How do religion and faith play out online, and how are organizations trying to engage diverse faith audiences? In this panel, 3 highly successful faith organizations and the interactive agency that has supported them will discuss their success and frustrations as they try to bridge the digital and the divine. Patheos will share their expertise in social media engagement and talk about how to monetize content in the faith space without losing your soul. Odyssey Networks will show how they are using multiple applications, including a mobile app, to distribute content. Interfaith Youth Core (IFYC) will discuss their new digital strategies, via their Webby-nominated website and social media platforms. Digitaria will bring its extensive interactive knowledge and the new technologies they use for both non-profit and Fortune 500 clients to drive engagement and dynamic user experiences.
Lets skip over the bluster and the bragging of social media storytelling. Instead, lets talk about the kinds of stories that get people’s respect and attention. When you think of the leading voices who are crushing it online, their influence seems almost effortless. Because you feel like you’ve known them forever. What’s the secret? They’ve developed a style of personal narrative that reveals more of who they are and how they think, to the point of death-defying vulnerability. So lets talk about developing your own storytelling mojo for greater recognition and playing on a bigger stage.
If the advent of social media platforms causes brands to become publishers then what do publishers become? Whether the ultimate role reversal or just a momentary identity crisis, brands and publishers know that they don’t want to be the last to the party, struggling to keep up with the current conversation and void of “Likes.” Brands and publishers alike are now storytellers -- curators -- and seek the expertise of those who understand that social media platforms are an extension of their branding and serve the same purpose -- retaining consumers, attracting new ones and encouraging a deeper relationship. Both groups seek to create and optimize content, and better yet, deliver a seamless consumer experience with consistent, integrated advertising.
While the conversation about ROI and future of social media is just beginning, most brands and publishers are looking to experts that offer a holistic and tailored solution for capitalizing on the social marketing opportunity with Facebook and Twitter. Both groups know that quality publishing and the right dialogue are important and translate into word of mouth support that scales.
Come spend an hour listening to a small and engaging group of international social media and digital marketing experts, a leading publisher and a renowned brand, all who have seen the light of social media and know it shines brightly when executed well.
by Craig Benzine and Alejandra Carvallo
Brands want a piece of the social media pie. Content creators want to make money without compromising their voice and audience. The Rolling Stones once said you can’t always get what you want. But they were wrong. Big brands and content creators can get what they want while working together. Many brands and content creators collaborate in ways that bring value to their shared audiences. It just takes a little care, and a lot of trust. Panelists Alejandra Carvallo from Intel and one of the all time most subscribed personalities on YouTube, Craig Benzine (aka Wheezy Waiter), show what’s worked for them and earned hundreds of thousands of views of their content.
Journalism's future hinges on one thing, and it's not content, readers or devices. It's money. Producing stories, no matter what the form, takes money, and now journalists and media entrepreneurs alike must figure out how to make a product that serves the public and meets the bottom line. Our collection of editors, designers and entrepreneurs will talk about getting past any misgivings about the business side of journalism, and thinking creatively about products, events and partnerships off news.
by Shannon Okey
Larger publishers and distributors are often unwilling to take a chance on what they consider "niche." Yet consumers want specialization and more advanced content rather than lowest common denominator material. What's a creative professional to do? Using the example of knit publishing and its evolving presence in the e-book market, as well as best practices for designers and creatives relating to publishing, we'll explore ways to increase creators' revenue and buck the established publishing system.
Jo and Blair on Facts of Life; Cagney & Lacey; Marlene Dietrich and any woman she shared the screen with. Before lesbians were allowed to be part of mainstream pop culture, gay women lived for subtext. As visibility increases, queer women dominate blogs, forums and social media sites like Twitter and Tumblr, “shipping” or “slashing” these fictional female couples (and the actresses who play them). The result is a whole new kind of relationship between online content and users. AfterEllen.com editor Trish Bendix and video remixer Elisa Kreisinger will discuss how cultivating these female-heavy fandoms though editorial and video has encouraged a consistent demand for new content for this active and ever growing niche audience.
Self-publishing's moment has arrived. Authors both famous and obscure are releasing their own ebooks,cutting out the middleman, bypassing the gatekeepers of a notoriously hard-to-break-into industry, and sometimes making huge profits. But it's midlist authors, established but not bestselling, who stand to benefit the most from the self-publishing boom. This panel, comprised of already-published authors who are either trying to or intending to self-publish, will examine the benefits, pitfalls, and potential of self-publishing, and will point the way toward a new self-reliant digital future for book writers.
The future is in Snackable Content, but is that a good or bad thing, and how can it be linked to existing paradigms of content distribution and goals? The Snackable Content panel will cover aspects of the changes that have occurred with regards to the proliferation of mobile, social, and aggregation of content on the web. Making content into bite-sized, beautiful and (ideally) meaningful pieces makes it more likely to be shared, but what should be considered in terms of design, discovery, conversion and community? This panel will consider these ideas from multiple perspectives including social design, web trends, community, and advertising/marketing; along with some purely observational and theoretical perspectives on social networks and sharing. Listen and ask questions to thought leaders from the arenas of new media publishing, design, marketing, local community, international brands; and hear from deep thinkers about the web and network interactions in general.
Despite its reputation as a kitten video landfill, the Internet has been responsible for more reading than most high schools. Every day of the week, Cracked.com publishes at least one 2,000 – 3,000 word article, most of which are read by over a million people.
The tradition of written humor was in a rough spot before the web. There was National Lampoon in the 70s that acted as a feeder / launching pad for SNL and a bunch of movies, but the magazine was mostly dead by the mid-80s. There was Spy in the 80s. But by the time the 90s rolled around, all you had was lad mags like Maxim and Mad Magazine. If you didn’t live in a big city that carried the Onion, were too ashamed to have a magazine with a half naked reality TV star on your coffee table (Maxim) or were 12 (Mad), you didn’t have a place to read humor. It’s an important art form with a long history all the way back to Swift.
Whether the online audience knows it or not, when they’re goofing off at work reading Cracked, The Onion and McSweeney’s, they’re partaking in one of the oldest, and most important forms of art and social commentary.
Consumers are increasingly looking for dynamic, personalized content and services that will help them engage and exchange with others, and share common experiences while on the go. Such applications are the mobile holy grail of modern times and premium brands are rushing to deliver them, although with limited success. What does it take to deliver such services? What is the role of the content curator? And how can you serve consumers who sometimes just don’t know what they want? Melbourne-based Lonely Planet CEO Matt Goldberg and BBC Worldwide Digital Director Daniel Heaf of London will use the platform to address these questions, examine the technologies and consumer behaviour that are changing the way content providers think, influencing their investment decisions and share their experiences of working with this dilemma across BBC Worldwide’s portfolio of premium passion brands – among them Lonely Planet, Doctor Who and Top Gear.
9th–13th March 2012